Optimizing User Adoption Speaker: Laurence Leong February, 2019 - PowerPoint PPT Presentation

Optimizing User Adoption Speaker: Laurence Leong February, 2019

Laurence Leong Vice President Customer Success at SugarCRM lleong@sugarcrm.com

Martin Schneider CRM Analyst at SugarCRM mschneider@sugarcrm.com

Intro Topic Post details here

It requires: • What are good target adoption rates? (possible seed) • How many of you are in an active new Poor user adoption CRM rollout vs existing? (or a prospect) • How long has your current implementation been in place • How do you measure utilization

? Impediments to User Adoption • Inadequate user training and • Hard to use UI communications • Users unclear on WIIFM? • Not supporting the way users want to • Bad data work (iOS, Windows, mobile, tablet) • Not integrated into existing tools and • Ill defined business processes systems • Users not feeling that they’ve been • Lack of leadership support heard • Not iterating over time • Not being clear on both near term and long term goals

User Adoption is a Critical Success Factor for CRM

Driving Successful User Adoption 4 main elements 1. Well-defined business objectives 2. Build your team 3. Change management 4. Measure, report, iterate, adjust

1. Well defined business objectives • Not integrated into existing tools and systems Example CRM Maturity Model • Ill defined business processes • Clearly articulate your business objectives for the project and the deployment • Make sure there is a plan behind those objectives • It’s ok to phase the objectives and the plan – it’s a journey, not a destination By Dec of this year (Phase 1): We will reduce cost 10% by removing manual spreadsheet forecasting

E.g. For Phase 1: • No longer need to manually type and send forecast spreadsheets every week • Update sales opportunities, forecast updates in real time Describe WIFM • No more emailing managers and colleagues with updates for users • Typical sales rep savings: 4-5 hrs/week Market the WIIFM internally Be able to describe possible future phases, at least directionally

2. Build your team Recommended team: Executive LOB sponsor: e.g. SVP Sales Ideally your users both provide feedback, and become your CRM Program owner: e.g. Sales ops leader ambassadors IT sponsor: e.g. IT Director Set up a governance schedule: eg Users: recommend a mix of every month • The “spiritual leader on the floor” Make sure it is a closed loop process – ensure Users feel their feedback is • The “complainer” heard • The “power user” • Manager / approver

3. Change management Any CRM deployment is a Change Management project Apply rigorous project Treat as an internal marketing management program User communication • Define messaging and WIIFM for each stakeholder • Awareness Adopt this to what works best • Readiness in your organization Post-Deployment adoption Consider both Carrot and Stick Appeal both to Heart and Brain

3. Change management Some ideas • Have a go-live SWAT team • Customize your training materials • Name the program • Use your early users for both Feedback and • Brand the program (logo) Evangelism • Identify the right internal communication • Gamification during Onboarding channels • Poll end users afterwards • Listening Sessions • Executive Enablement Kit with messaging • Create an internal comms “Excitement and talk track Program” • Define Success Metrics • Establish a “Champions Program” • Launch Event – CELEBRATE • Create a Governance Board • Post go-live User testimonials • Create an intranet site

4. Measure, report, iterate, adjust Monitor adoption and usage Adjust as needed • User logins • Congratulations, we’ve completed Phase 1. Now on to • Granular usage metrics Phase ! Collect user feedback, positive It’s a journey – not a destination and negative • Use positive as internal testimonials • Use negative as areas to improve Celebrate successes!

Existing Implementations – A Few Thoughts May warrant an evaluation of the current system • Look at usage metrics • User interviews • System health check • Usability workshop Do you need to tweak or re-launch?

Optimizing Adoption New Implementation Case Study

Case Study Large Food Services Company They did everything we recommended, including the three-stage adoption strategy Started with North American Sales Team • Awareness Campaign • 500 Users involved the initial implementation • Readiness Campaign 5 month initial implementation timeline • Post-Deployment Ongoing Adoption Campaign Ran a concurrent User Adoption Program Successfully launched to all initial users in 3 • Project managed it right along with the phases in 6 weeks implementation project timeline

Case Study – New Customer Example assets

Case Study – New Customer Example assets

Case Study – New Customer Example assets https://info.sugarcrm.com/demo-overview-ty.html

Summary

Summary 4 main elements User Adoption is a critical 1. Well-defined business objectives success factor for any 2. Build your team 3. Change management CRM project. 4. Measure, report, iterate, adjust

How Can SugarCRM Help You? Your SugarCRM Customer Success representative can work with you to: • Define a User Adoption plan • Provide you with Usage metrics • Participate in a Governance meeting • Guide you on available SugarCRM education • Provide you SugarCRM marketing materials that you could re- use for your own evangelism / training activities • Engage SugarCRM resources to do a Health check or Usability workshop

Q & A

Thank you